SES Amsterdam 17 maart 2009: Anne Kennedy

Beyond Googling:
Where Will Your Customers Search
for You Next?

Anne Kennedy, Managing Partner
Beyond Ink

SES Amsterdam 2009 -17 March

“There are now at least 1.6 billion of us connected
via computer and 3 billion mobile devices that
touch the Internet. The rise of quot;socialquot;
technologies--such as wikis, blogs, Twitter, SMS
and social networks--means that the barriers to
participation across the planet (in terms of the
cost, access and skills required) are rapidly
approaching zero”

Joshua-Michele Ross on O’Reilly Insights – March 2009


Spending

Flat is the New Up


[[GLOBALIZE]]
US Projected Search Advertising


Trending

Where’s the growth?


US Online Advertising Projections


Emerging Contenders

Convergence: PC, TV and Mobile


Internet Video Gets Bigger


Video Screens Get Smaller


Mobile Convergence

• fewer than 20% of mobile users search via
their handsets now
• but the mobile search audience is growing
fast—
– by 40% during the second and third quarter of
2008 alone.
– Google already holds a commanding 63% share
of mobile search queries


Mobile Use in Europe Grows
Mobile Social Networking Usage
Three-month Average Ending November 2008
European Mobile Phone Owners (Germany, France, Italy, Spain,
UK)
Source: comScore M:Metrics
% Mobile Y/Y Change in
Mobile Social
Social Social
Networking
Networking Networking via
Users as
Users Who Browser or
Percent of all
Exclusively Application
Mobile Phone
Use Social
Users
Media
Germany 39.1% 145% 3.3%
Spain 46.5% 114% 5.0%
France 21.6% 167% 4.5%
Italy 38.2% 151% 4.7%
UK 29.7% 167% 9.2%
Total 33.5% 152% 5.4%


Top Mobile Uses In Europe
• Receiving SMS Ads (27-75%)
• Sending & receiving photos and videos
• Listened to music
• News, email & games
• Watching video (4 – 6 %)


Global Similarities
• Demographics: 16-25 year olds being the core
users, with that range widening to 12-16’s and
25-35’s who are increasingly active users
• Keeping in touch with friends, and making new
ones.
• Sharing information and discussing ideas and
opinions is also important for users.
• Not much business usage, perhaps people keep
their business and personal lives separate. .


Twitter
• New Search Engine?
• “If I want to research a subject, Google is
the way to go. If I want to find out what is
being said about a topic at any given
moment, Twitter is my source.” Joe
Marchese,


But . . .


Social Media Around the World

Source: WebCertain


Gaining Face


Facebook’s Global Presence

Comscore - July 07

Growth by Region
•Latin America:
• Chile -- 2.3 million new users in 6 months
• Colombia -- 2 million
• Venezuela -- 1 million
• Argentina -- 0.4 million
•Europe:
• UK -- 2.7 million new users
• France -- 1.1 million
• Spain -- 0.4 million
•Saturation in developed markets
• Canada -- 30% of population on Facebook
• Norway -- 25%
•Australia -- 8%


Fastest growing countries


Netherlands Social Media

Hyves.net
Already 8432818 members since oct 1st 2004!

According to Facebook ads, there are 378 200
facebook members from the Netherlands.


Demographic portrait
of Russian social-network user *
80% of users live in Russia;
40% are from Moscow, 20% - from St. Petersburg;
<18 years old - 16%
19-54 years old - 78 %
Specialists - 33%
Managers - 20%
Students - 21%

* TNS Gallup Media 2007


Social Networking In Japan
• Does Facebook have a presence in the country?
19 May 2008 they provided Japanese language version.

• How significant?
Not very popular.

• Are there any demographic data available to identify which are the most
popular age groups?

“mixi”
Gender Male 52.2% Female 47.8%
Age 20 24 33.8% 25 29 28.4% 30 34 17.6%

“GREE”
Gender Male 53% Female 47%
Age 18 22% 18 19 9% 20 29 36% 30 39 23% 40 10%


Top Social Networking Sites in China
With more Internet users than any other country:
• social networks register with real name, mainly focus on campus market
• Xiaonei.com established in 2005
• Zhanzuo.com established in 2006. April.18
• xiaonei.chinaren.com/index.jsp
• myspace.cn
• yeejee.com/
• chinay.2588.com/
• dipian.com/dipian/jsp/index.do
• baodoo.com/index.html
• 99sushe.com/
• tongxue.com/

Reference: http://www.youmeiti.com/chinas_campus_social_networkin.html

Number of SN users in China

• Alumni.chinaren.com until Jan. 2008 have 86,370,952
users
• Qzone, have about 57 million registered users according
to report in April. 2007.
http://tech.sina.com.cn/i/2007-04-26/03141483901.shtml

• Xiaonei.com more than 22 million registered users
http://www.pr-inside.com/xiaonei-com-launches-open-platform-and-r692487.htm

• Zhanzuo.com about 7 million registered users
http://www.allfacebook.com/2007/11/facebook-offers-85-million-for-zhanzuocom


Most Popular sites in Peru
http://www.alexa.com/site/ds/top_sites?cc=PE&ts_mode=country&lang=none

Hi5 is the third most popular
Hi5 is the third most popular
site in Perú
site in Perú


11 / 07 / 2008

Argentina = 448,160

Bolivia = 118,740

Brazil = 119,180

Chile = 2,235,600

Colombia = 2,519,840

Ecuador = 87,220

Paraguay = 8,040

Perú = 155,480

Uruguay = 43,040

Venezuela = 993,100

* Information gathered from Facebook according to quantity of registered users per country


Social Media in Mexico
• 4th globally for social networking activity
however,
• 57% of Mexican internet users
• Studies place either MySpace, Msn Spaces or
Hi5 in the top spot.
• Those that place Facebook in 3rd or 4th place
indicate a growing market share


SN Users in Mexico
• Hi5 -- 3 million users
• MySpace --1.8 million
• Facebook --over 1 million


Social Networking in Arab
Countries
• According to Alexa data, Facebook is the most
popular site in Lebanon
• Fourth most popular in Egypt. Egypt also has
the fifth largest number of Facebook users
outside the UK, the US and Canada – without an
Arabic version as yet.
• Modern day souks – a place to meet friends and
share ideas and information. Many Muslims use
the group feature of Facebook to discuss ideas
and beliefs related to Islam


Twitter
• New Search Engine?
• “If I want to research a subject, Google is
the way to go. If I want to find out what is
being said about a topic at any given
moment, Twitter is my source.” Joe
Marchese”
• Google Friendconnect API release


Where will your customers search?

• Video



• Video
• Which they will watch on their
iPhones, or whatever evolves



• Video
• Twitter, or what ever comes next



• Video
• Twitter, or what ever comes next
• Social media, but only for friends


Thank you.
Think Beyond Ink!

Anne F. Kennedy
Managing Partner
Beyond Ink
Portland Maine & Portland Oregon
USA
anne@beyondink.com
+1 207 671 6131
Twitter - http://www.twitter.com/AnneKennedy


SES Amsterdam 17 maart 2009: Anne Kennedy

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